This article explores how successful digitally native activism generates social change. Digitally native movements are initiated, organized, and coordinated online without any physical presence or pre-existing offline campaign. To do so, we explore the revelatory case of Sleeping Giants (SG)—an online movement that led more than 4,000 organizations to withdraw their programmatic advertising spend from Breitbart, a far-right publisher. Analyzing 3.5 million tweets related to the movement along with qualitative secondary data, we used a mixed method approach to investigate the conditions that favored SG emergence, the organizing and coordinating practices of the movement, and the strategic framing practices involved in the tuning of the movement’s language and rhetoric toward its targets. Overall, we contribute to research on online movements and shed light on the pivotal role of peer production work and of language in leading an impactful online movement that aimed to counter online disinformation and hate speech.

本文探讨了成功的数字原生激进主义如何产生社会变革。数字原生运动是在线发起、组织和协调的，无需任何实体存在或预先存在的线下活动。为此，我们探索了沉睡巨人 (SG) 的启示性案例——一项在线运动导致 4,000 多个组织从极右翼出版商 Breitbart 撤回他们的程序化广告支出。分析了与运动相关的 350 万条推文以及定性的二手数据，我们使用混合方法来调查有利于 SG 出现的条件、运动的组织和协调实践以及涉及调整运动的战略框架实践其目标的语言和修辞。全面的，